Every year, or so, there’s a development in the social
marketing world that really matters. Not just another announcement. Not just
another company thumping its chest. But a development so important that it
makes sense to focus, pay attention and figure out how to take advantage of it.

The first one I remember was in 2007, when Facebook launched
its application development platform, allowing marketers to connect with
customers in a whole new way. The smartest companies -- Starbucks, Unilever,
Coca-Cola and Ford -- dove right in and are now the leaders in all social
marketing.

The latest such development landed today with Twitter’s announcement
that it would finally allow marketers to advertise at scale using powerful
third-party buying and optimization systems.

And we're excited to launch today a new Social Ads Platform for Twitter using the new Twitter
ads API. For the first time ever, marketers can now manage Twitter advertising
at scale alongside all of their existing social marketing programs with the
Salesforce Marketing Cloud.

Here's what Adam Bain, president of global revenue, Twitter, has to say about the news:

"As we built out
Twitter’s ads API, we knew it would be important to work closely with our
advertising partners to understand how to effectively scale their marketing
campaigns. We are
delighted to continue to build upon our long-standing relationship with salesforce.com,
and bring campaign management into the same suite as their leading listening
and engagement products."

The Salesforce Marketing Cloud is working closely with Twitter
to help advertisers in all industries. We will help Twitter scale its ads
business, by developing innovative new advertising products for their largest
advertisers.

With
the new Salesforce Marketing Cloud Social Ads Platform for Twitter, brands and
agencies will be able to:

Build and execute
real time Twitter advertising campaigns;

Allow advertisers
to more efficiently scale their campaigns on Twitter through innovative
workflows; and

Improve ROI
through creative, bid and targeting optimization.

Our new Twitter ads API product joins existing Salesforce Marketing Cloud Certified
Twitter Products for Analytics and Engagement, where we have access to the more than 400 million
Tweets sent per day via access to the Twitter fire hose.

Salesforce Marketing Cloud Social Ads Platform for Twitter is currently available in a closed beta.